DIGITAL

MARKETING
TOOLS AND
TACTICS
NILAMADHAB MOHANTY
TSM-PGDM

WE WILL DISCUSS
How digital tools can be used to communicate?
Exchange process

DIGITAL MARKETING
FRAMEWORK
OUTBOUND

DIGIT
MARK AL
E TI N

INBOUND
ial
Soc ia
d
me

DO YOU HAVE
Website
Facebook
Twitter
LinkedIn
Blog
Email newsletter

HoW5?

MARKETING

CCDVTP

DIGITAL MARKETING
CCDVTP using internet, social media and smartphone
Marketing using electronic media such as the web, email,

interactive TV, IPTV and wireless media in conjunction

with digital data about customers characteristics &
behaviors.
Chaffey, Chadwick, Mayer, Johnson (2009)

COMMUNICATION
TRADITIONAL
Broadcast, Print, Radio, Outdoor
Push Messaging, broadcast, message oriented, formal, authoritative,

mass
Lower engagement
TRADIGITAL
Banners, Microsites, Email Search
Push messaging, Interactive, Automated, Technology Dependent,

Mass and niche

DIGITAL
Social engagement
Networks, Communities, Blogs, Microblogs
Dialogue, Interactive, Informal, People and technology dependent,

niche
Higher engagement

WHAT CUSTOMERS SEEK

NOW!
Participation
Co-Creation
Engagement

. product, price, place, promotion,physical evidence,

process, people

HOW ENGAGEMENT IS
PROMOTED

CATEGORIES OF SOCIAL
MEDIA CHANNELS
Blogs, wikis, podcasts, social networks, forums and

content communities
Mayfield (2008)

Cook (2008) classification 4Cs

How it is used for interaction

communication
co-operation
collaboration and
connection

OUTCOME OF THE
ENGAGEMENT
In August 2015, Flipkart was forced to apologise for

sending a sexist promotional email after a customer took

to Twitter to criticise India's largest online retailer

In a stark warning to brands with too many untracked

website domains, Heinz was left embarrassed after a QR

code on bottles of Ketchup linked to a hardcore porn site
in Germany
. Marketing failure

 TAKE CARE OF
Live conversations
Control vs. Engagement

Theft/hacking/imitation
Negative image

Time
Updates
Many
Regular follow up

Be aware of platforms
Many
Regular follow up

SOCIAL MEDIA CHANNELS

& NETWORK
Facebook
Twitter
Youtube
LinkedIn
Pinterest
Google +

FACEBOOK
Users: Individuals & business.
Purpose: To set up a profile (bus or personal).
Strategy
Comment regularly (consumer value).
Add pictures, video, images( make message attractive)
Link to your website ( interest to desire and intention)
Maintain it (consumer friendly)

Business Objective
Acquisition of new customers.
Awareness generation & brand building
Market research
Address Competitions Market Research
Strategy :
Run events.
.Tech support

TWITTER
Micro- blogging site (<140 characters)
Real-time news updates
Features : instant messaging, text messages, and

blogging

USP : For every 60 you follow, 40 will follow back

Strategy :Follow others

YOUTUBE
Video sharing platform.
Users : Individuals and business.
Utility : upload, trim, add captions, link

LINKEDIN
Professional brand building & networking for individuals
Set up profile
Join Groups
Run Polls
Search / Post Jobs

PINTEREST
Purpose: know how your products or services fit into the

lifestyles of your target audience

Strategy
A Pinner (Person sharing) shares (Pinning) a Pin (Image) on a

Pinboard (Set of images), does Pin It button ( places on

website) and Repins (Reposting)

GOOGLE +
Contribute to your SEO
Dormant accounts
Could be a potential tool in future

DSMM TOOLS
Wordpress
Google Analytics
Facebook Insights
Hootsuite
Animoto
Survey Monkey
Drop box
Google Drive
Skype

DSMM PLAN BASICS

Define
Define the online opportunity
Set the business objective
1. Evaluate digital marketing performance
2. Set digital marketing objective
3. Assess online market place

Plan
Select the strategic approach
Define customer value proposition
Define digital marketing strategy
Define digital communication mix

Implement
Delivering results online :
implement customer experience
implement digital marketing plan
execute digital communication

Adjust
Measure profile and plan for improvisation

HOW TO USE
ACTIVITY

COST ( in
INR)

Start a blog about the topic of your choice3500 . for

Write articles and publish
domain and
Google Analytics tracking code to
know
hosting
about the traffic you are getting
Adwords account for key word search
social sharing buttons in your blog articles(wordpress)
FACEBOOK PAGE dedicated to your blog and personal
page
Promote with Facebook advertising
Facebook like box in your blog
EMAIL MARKETING SERVICE
Google Adsense
Mobile friendly blog and mobile ads

500/600 (min)

PLANNING IT OUT

Analyse the situation

What are you doing now?

Set your objectives

Clear and measureable
Understand the audience
STP

Understand your budget

Time and money
Decide the channels
Website, social media, partners

Action plan

What, when, and how

Measurement

Traffic, awareness, likes, behavior ( accepatance, adoption)

BEFORE LAUNCHING
UNDERSTAND
Responsibilities
How to keep up/follow up strategy
Measurement of ROI
...could make your implementation difficult